Nielsen data shows more fans are watching women’s sports than ever before

August 13, 2026

Women’s sports are booming. More people are watching women’s sports – from the women’s NCAA Tournament to the NWSL – and more women are watching sports, including NASCAR and the NFL.

That’s all according to a new analysis from Nielsen that breaks down the numbers and viewership in its “Women & Sports” report.

Per Nielsen, 28.6 billion minutes of women’s sports were consumed in the first six months of this year, which is up 18% over 2025’s data. Nielsen’s report also shows a 120% increase in advertising spending on women’s sports since 2022, and its study shows that 122 million Americans – more than half the population – are interested in women’s sports.

“The rise in popularity of women’s sports isn’t just a fleeting trend; it is a cultural re-alignment where access to games, storytelling around athletes and ongoing investment from brands are changing the economy and energy of global sports,” said Charlene Polite Corley, Vice President of Inclusive Insights for Nielsen. USA TODAY